Empirically compares the emphasis given to writing topics by
business communication textbooks and business communication professors
with the writing topics that accounting practitioners believe are most
important. Addresses the questions: (1) Is there an agreement between
the perceptions of accounting executives concerning the importance of
certain written communication topics and the space devoted to those
topics in the business communication textbooks most commonly used by
undergraduate accounting students? (2) Are business communication
professors teaching accounting students the writing skills that
accounting executives perceive to be the most important? Findings
indicate that the business communication courses taken by accounting
majors are not emphasizing the writing topics that accounting
practitioners believe to be most vital to accountants. The implication
is that these courses may not be teaching accounting students the
practical writing skills they will need on the job.
Based on environmentally informed marketing strategies, Anthony Giddens' theory of structuration is used to develop new business models that address the twin problems of contemporary capitalism, namely consumer overconsumption and sustainability. Central to the effective implementation of new business models is the individual ethical marketer who acts as an interface between the market, the consumer, and the practices of organizations. Sustainable marketing has to be implemented through the actions of individual marketers, customers, and the institutional system, to avoid what has been heralded as planet Earth's sixth extinction. Giddens theory is used in a practical way to guide the development of a new three‐element marketing policy framework.
From a consumer viewpoint, this paper analyses the factors that constitute an authentic SMI when they endorse products on Instagram. The method is exploratory and qualitative, where focus groups were asked to examine the posts of key influencers. Findings have resulted in the authentic influencer model, composed of four explanatory features. Firstly, trustworthiness. The values of the brand and those of the influencer must be closely aligned. Secondly, the SMI must be transparent. Endorsers must be open about their paid connection to a sponsor. Thirdly, there must be relatability between the SMI and the consumer. Fourthly, the SMI must possess expertise in the product.Whilst previous work has been carried out on corporate brand authenticity in social media, relatively little research has so far been conducted on the SMI and consumer perceived authenticity. Consequently, this work assists in filling a gap, where the analysis could be utilised to develop strategies to enhance the authenticity of the SMIs personal brand, and that of the endorsed organisation. The model here could also help spur research, both qualitative and quantitative, in this important area of business and social media marketing.
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